Vena Solutions, a fast-growing SaaS company specializing in FP&A, faced challenges in understanding the full impact of their marketing efforts. By partnering with CaliberMind, they gained data-driven clarity, earned more marketing budget, and built confidence in their strategy.
Vena Solutions is a financial planning and analysis (FP&A) software company that helps businesses streamline budgeting, forecasting, and reporting through a cloud-native platform that integrates Excel with powerful workflow, data modeling, and analytics capabilities.
Industry: FP&A Software
Employee Size: 700
HQ: Toronto, Ontario
Vena Solutions had a partial view of their marketing performance. While they knew certain channels and events performed well, the single-touch attribution model couldn’t accurately reflect the complexity of modern B2B purchases.
“A CFO doesn’t see one ad and sign a contract,” said Andre Proulx, VP of Revenue Operations. “There are layers—people, content, conversations—that our CRM couldn’t capture.”
Vena Solution wanted to avoid paying the cost of not knowing. Without a holistic view, they risked overinvesting in flashy but ineffective programs – or worse, cutting efforts that were quietly nurturing deals over months or even years. They needed a solution that could illuminate the entire buyer journey.
CaliberMind enabled Vena to attribute value across all meaningful interactions, not just the first or last touch. This included:
Understanding that deals close through committees, not individuals, CaliberMind showed which personas engaged, when, and how. This empowered sales to:
Vena’s event strategy matured beyond measuring attendance. With CaliberMind, they could:
Their podcast, The CFO Show, was previously untrackable. With CaliberMind, they observed:
The Vena marketing team now enters board meetings with:
With CaliberMind, the Vena team moved beyond hunches. They now walk into board meetings with proof. Not vanity metrics or first-touch guesswork—true impact. They know how many touches a winning deal tends to have. They can model the ROI of a budget increase. And they’ve earned more marketing funding year over year because of it.
By implementing a multi-touch model, Vena gained full-funnel visibility and could measure the influence of each marketing interaction.
Events showed long-term pipeline influence, while their podcast correlated with a 17% increase in CFO engagement.
To reflect the complexity of B2B buying decisions and avoid misguided budget decisions.
CaliberMind was made to help B2B marketers make sense of their data so they can make decisions with confidence and scale faster.
